Why Your Customers Desperately Want You to Become Their Hero

jetbluegivesI’ve received a lot of criticism from entrepreneurs who believe you must make money at all costs.

And I take no shame in calling them fools.

My Insiders and loyal followers understand that while money is the goal of all business, the purpose is to create a greater advantage or benefit to our customers.

And nothing has illustrated this point better than Hurricane Sandy, and most recently, the tragedy at the Sandy Hook Elementary School in Connecticut.

You see, while most businesses go about with business as usual – there’s a subset of Strategic Entrepreneurs who understand they have a higher social and moral responsibility to impact the greater good of this world (a topic we briefly covered inside of December’s Insiders’ Club Newsletter).

Just like:

  • Jet Blue’s CEO, who sent out an email to all those affected by Sandy and set up a fund, JetBlueGives.org, to help Sandy victims.
  • American Express, who immediately offered support and assistance to those impact by Sandy, 24 hours a day, and went above and beyond the call of duty by providing medical referrals, locating available lodges, and assisting with check-ins for card members.
  • Airbnb, a housing rental site, who partnered with Mayor Bloomberg to provide free shelter for more than 4,000 guests.

And many other companies…

While these companies are humble with their impact – the free social media, word of mouth, and public relations these companies received (in addition to the goodwill) will likely contribute to millions of dollars in additional business (from new and repeat customers).


Because they know that:

Customer loyalty begins with

People want to do business with people that genuinely care.

Let’s face it, we want to feel special, valued, and appreciated – and we don’t want to feel like the only reason why you’re talking with us is to hopefully swindle us into spending an extra buck with you.

In fact, just seeing that JetBlue assisted the aunt of one of the victims of the Sandy Hook Elementary School, Victoria Haller – by taking the letters from Haller’s family onto the red-eye flight from Seattle to New York to make it to the funeral on time – just makes me want to do business with JetBlue even more…

And I’m not the only one…

There are countless people who have tweeted things like “well done JetBlue” and “the smallest things makes the difference” in support of their philanthropy.

So the next time you see an opportunity to help – trust what your mother always told you: “what goes around comes around.” 

What are some ways you’ve seen other businesses make a difference? Please share.

In your corner,